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Facebook Audience in Rwanda

The Rwanda audiences on Facebook has increased to reach more than 600.000 total users

with an estimated of 480.000 daily users who are going to open their Facebook account once

in a single day. (Facebook insights for Rwanda 2015).

Do not buy fake fans, Please; Facebook will also downgrade your page if you buy fake likes.

Focus on getting 1000 TRUE fans for your page from your region or domain, It means people

who have a genuine interest in your business.

Understanding how to leverage Facebook Ads in your marketing strategy is essential.

Facebook Ads have the potential to transform your business’s social reach without hurting your

budget. If you need to understand how Facebook Ads work, keep reading; we will share the

best tips and practices for how to advertise on Facebook.

Facebook Advertising can be tough. And it’s getting tougher every day. As more advertisers

realize the potential and jump on-board, the increased competition can quickly turn a winning

ad into a money-waster.


What is Facebook advertising?

Facebook advertising allows businesses to place custom ads or content targeting a specific

audience, with costs varying based on the reach and engagement the ad receives. Facebook

ads can appear in your target audience’s News Feed or the right column of Facebook on

desktop, as well as News Feed on mobile. See below…

The data you collect through Facebook ads then allows you to improve your ad targeting for a

more efficient and effective advertising experience.

Should your Business advertise on Facebook?

Yes your business must advertise on Facebook because your target market is also on

Facebook. Many business fail to advertise on Facebook because they do not understand how

the platform works. Remember Facebook is not a sale’s place. But business have to advertise

in the right way.

Facebook advertising is a must for just about any consumer centric company. The combination

of reach (600,000 in Rwanda and 1,500,000,000 worldwide), plus best in class marketing and

advertising tools is unmatched (The best self-service of advertising platform). The question is

when you can introduce Facebook ads to your marketing mix.

Facebook has evolved significantly over the past couple years. The strategies employed in

years prior are not as relevant in today’s market, so it’s important to understand what you can

achieve from Facebook today.

Yes, organic reach is pretty much non-existent. The game has changed, starting from scratch

is more complicated, and the strategies for growth are different in 2015.

The success of a Facebook Advert comes with two critical elements:

a. A great design (attracts users’ attention while creating desire for your product). Don’t

forget colors (pink, yellow, red etc.), Use also a woman smiling face looking your

products or looking forward.

b. Laser-focused targeting (displays your ad only to an audience of potential customers).

People who will buy your products or services. See below on target audience.

Facebook advertising best practices

Before you begin, remember these 3 Facebook advertising best practices:

I. Always determine your objectives before you start: It’s important to know the purpose of

your Facebook ad before you decide on a budget for advertisements.

Understand whether the aim is to increase for brand awareness, conversions, video views,

etc. Each action made by your audience on your Facebook ad costs money, so make sure

you solidify your objectives before making those investments.


Be specific on your audience targeting: Facebook houses millions, if not billions, of data

points. Take the time to get very specific in your audience targeting to ensure your ad will

appear where the people you want to see it will be.



Rotate your ads regularly: To avoid ad fatigue, rotate your Facebook ads regularly. This

means that when people start to see your ad too many times, they get bored of it and stop

clicking. Unfortunately, when your click through rate starts to drop,

Facebook penalizes you, driving up your cost per click (CPC)—which makes likes,

comments, and click through more expensive. This affects both acquisition and

engagement campaigns. To avoid this, rotate your ads every 3 to 5 days.

1) Always Test Multiple Designs

Always test everything. No matter what your level of expertise is or how long you’ve been

advertising on Facebook, always test both your ad’s design and its targeting.

Every time you’re creating a new campaign, take the time to come up with at least 4 different

Facebook Ad Designs and then test each one.

So, remember: test everything, even the craziest ideas. Then mix it up to keep things fresh:

vary both copy text and images to reduce Ad Fatigue and steer clear of high ad Frequency,

which can decrease ad effectiveness.

2) Create Buyer Personas or your Target Audiences

Be sure to use your ad to target people who you think would be interested in purchasing an

item from your campaign.

Most businesses have different sorts of customers with different needs. By creating Buyer

Personas, you not only improve your Facebook Ad Designs but you serve your customers

better, overall.

For each potential customer type, write down a persona. Man or woman? Profession and job

title? What’s the biggest problem she or he is hoping to solve by using your product?

Once you’ve created your buyer personas, design a Facebook Ad (paired with laser-focused

targeting) for each one, directly addressing their pain points.

Location and Demographics: This is basic Facebook targeting functionality, which allows

you to target ads based on location (from country to zip code), age, gender, relationship status,

language, workplace and education.

Connections: Target to fans of your Page, or people who have used your Facebook App. If

you are looking for a new audience for your content, for instance, you can target an ad and

ensure that does not display to people who already like your Page.

Actions: Facebook offers advertisers targeting based on actions users have taken on the

Facebook open graph in the last 14 days. This applies to any action taken on a Facebook

Page, application or website connected to the Facebook open graph.

Interests: Interest targeting helps advertisers target people based on information they have

added to their timeline. This includes information such as the Pages they like, apps they use

and other Information they have added to their timeline. Consider creating groups of interest

templates as well, which allow you to easily target the same interest groups time and time


Custom Audiences: Custom audiences allow you to find and target your offline customer

base on Facebook. You can match email addresses, user IDs and telephone numbers of your

Facebook fans and customers with offline lists you already possess, while keeping privacy

completely intact. Share a special offer with your most loyal customers, create a sale for


people who love you but haven’t visited in a while, or simply grow your Facebook fan base with

current customers.

Lookalike Audiences: Through Facebook’s lookalike audience feature, you can reach new

people who are likely to be interested in your business because they are similar to a customer

list you own.

3) Set your Advertisement budget

Spending more money on your Facebook advertisement can ensure that more people will see

your post…however, keep in mind more impressions does not always equal more conversions

(purchases). Be smart about setting your total budget and decide the maximum amount of

funds you want to spend on the ad. If you target your audience correctly you can increase your

campaign sales substantially!

a) Bidding

Consider Facebook ad purchasing like a silent auction, in which you are looking to purchase

an object (Advertising space) by bidding against others looking for similar real estate. Bid too

little, and Facebook will run an ad from someone else who has put in a more competitive bid.

b) Bidding modes

The first thing you will need to determine is how you would like to bid within the auction. There

are a number of different techniques available for you to test and explore.

CPC stands for Cost Per Click: If your ads are bidding on a CPC basis, you will be charged

when users click on your ads. If clicks are most important to you and you know how much you

are prepared to pay for a click then CPC is a good option to utilize.

CPM stands for the cost of 1,000 impressions, or the cost of 1,000 people seeing your ad. If

your ads are bidding on a CPM basis, you will be charged when users view your ads,

regardless of whether or not they click on them.

Optimized-CPM: allows advertisers to define and prioritize their marketing goals when creating

campaigns so Facebook can automatically deliver ads impressions against those goals in the

most effective and efficient way possible.

CPA bidding: allows marketers to specify an action that is most important to them, then set a

guaranteed maximum price that they’re willing to spend on that action. This bidding mode

provides greater control over the price they pay for an action that is beyond a click. Current

available actions for CPA bids include Page Likes, Offers received, and Link Clicks.

c) Determining your bid

When bidding, it is beneficial to have an idea of how much you can afford to pay per click or for

1,000 impressions. However, this is a best-case scenario; it may not always be possible to

have this knowledge, especially if you are new to Facebook. Fortunately, Facebook doesn’t

make you blindly guess on what to bid. You’ll be provided with a suggested minimum,

maximum and median bid to help guide you.

The minimum bid on Facebook is one cent, though this is unlikely to get you the traffic

necessary to fulfill your lifetime or daily budget. The best way to get traffic is to bid within the


ange provided by Facebook. Ultimately, you do not want to bid more than you are willing to

pay; however, if your preferred cost is out of this range, you should review your benchmarks to

see if they are a realistic starting point.

The main thing to remember about the bid is that you are setting a maximum bid, or a “ceiling

price.” This means that while you are unlikely to pay this much for clicks or impressions, you

could pay up to it. On average, you will pay a discounted value of whatever is necessary to win

the auction, based on what the marketplace is suggesting.

d) Optimizing Your Bid

Facebook will optimize your ads to help you pay the least amount of money per thousand

impressions or per click while moving toward your campaign goal. However, there are steps

you can take to ensure you’re spending your money wisely. If you see your costs rising over

the course of a campaign; your targeting or ad creative may need tweaking. Look at the

images, copy and target groups that are most receptive to your ads and hone in on them to

lower costs.

Here are some example of five potential Digital Brand Rwanda Ads


4) Add Social Proofs

Do you know what the most influential emotion in a purchase decision is? Fear.

People resist buying your product because they’re scared of losing money and afraid of

making the wrong choice. This is why free products are so effective. And it’s not just about

the money.

Free = No Risk = No Fear.

I’m not suggesting that you should give your product away for free (although sometimes you


5) Use Call-to-Actions

Adding a Call-to-Action to your Facebook Ads might not increase your click through rate or

make your Ad more engaging but it’s likely to improve your overall conversion rate and

decrease your cost per conversion.

Why? Because a good call-to-action decreases friction. If a user clicks your ad and arrives

on your landing page, it won’t need to waste time figuring what to do next. He’ll already

know and quickly proceed to perform the desired action.

6) Choose images that stands out

If advertising is a war, then Newsfeed is your battlefield. And a very crowded one it is. If you

want to get your ads clicked on, you have to grab the users’ attention so that they read your

ad. This will come down to your ad’s image. The right image can immediately attract the eye

and earn you a click.

Therefore, carefully select an image that will stand out from the crowd. Be creative but

remember, while the image needs to stand out, it should not be offensive or too strong. That

would be against Facebook’s rules and your ad will be rejected or shut your page.

7) Address your users’ rational and emotional sides

We think we’re intelligent animals who always act rationally but that is only partially true. Our

emotional side has a lot to say when it comes to buying. A simple list of product features

might convince the rational self in some users but has no effect at all on their emotional self.

Our emotional self don’t care about features, that part of us wants benefits.

You don’t buy a product for its features. You buy it to solve a problem and, thereby, to make

your life better.

In your Facebook Ad designs, therefore, address both the rational and emotional side of

your users. Here’s a great example:

8) Be consistent

Like Call-to-Actions, consistency will reduce friction and help your fans complete the desired

action. If someone clicks on your ads, it’s because they like the image, your message, and

what you’re offering.

After clicking, they should end up on a landing page that reinforces what they saw in the ad.

Use the same image and wording, just go into describing your product and why they should

buy it.

People decide if they like a website in seconds. If you don’t hook them immediately, you

lose them.


9) Put the right ad in the right place

Correct placement of your Facebook Ads is critical and, ideally, you want to optimize your

design for each placement.

Desktop Newsfeed: Great for engagement and generating

sales & leads. Supports longer copy

and link description.

Desktop Right Column: Less effective but cheaper. Images

are smaller and text less readable.

Works well for retargeting users

who already know your brand. Use

an image they’ll recognize to catch

their eye.

Mobile Newsfeed: Great for engagement & Mobile app

installs. As we saw in a recent post,

mobile users tend to click “Like” a lot.

Copy is shorter, so be careful. While

conversion rates on mobile are often

deceptive, mobile is great for discovery.

Users will discover your product on their

phones… then buy it the next day on

their desktop.

Instagram Ads: Facebook allowed

advertiser to make

Instagram Ads directly

from Facebook Ad

manager or Power Editor.


10) Different Advertising Goals on Facebook

When creating a campaign, there are

different types of advertising goals to choose


‣ Page Likes

‣ Page Post Engagement

‣ Website Conversions

‣ Clicks To Website

‣ App Installs

‣ App Engagement

‣ Event Responses

‣ Offer Claims

‣ Video Views

‣ Brand Awareness(New)

‣ Leads Ads(New)

11) Always Be Credible

Trust and credibility are fundamental. Without them, you’ll never convince a user to buy your

product, give out their email address, or establish any relationship.

These are the most effective ways to design Great Facebook Ads that I’ve learned over the

last 3 years.

12) Create a Facebook Advert Report

Now that you have created your Facebook ads, it’s important that you report on the

success (and failures) of your Facebook ads.

When it comes to Facebook advertising, data is on your side. At the end of any

Advertisement on Facebook, you just need to set the reports up right and know what you

are looking for to make sure your ad campaign is a success. The basis view doesn’t always

give you the information you need to see which ads in that campaign are doing well. The

best way is to customize your columns and check any data inside the report. You can

export the data to and Excel spreadsheet for further massaging. Make sure you know what

the data is telling you and what information is available so that you can make better

decisions moving forward on both current and future advertising campaigns

Attention Please

The old school Facebook allows your posts to reach 100% of your fans. These days the reach

has decreased from 16% (2012) down to 6% (2015). It is now a PAY TO PLAY. But it is still

relevant to advertise on Facebook.



Facebook advertisements should be an important part of your Facebook marketing strategy.

Though you may not have a massive budget to spend on social ads, consider the targeting

and optimization benefits of advertising on Facebook and compare that to the ways in which

you can target ads in other mediums. You may find that your Facebook ads are more effective

than traditional advertising mediums once you test it out...


If you already have a Facebook business page, we will make a FREE AUDIT of your page and

we will write recommendations to follow to reach your need.

If you want Digital Brand to run you Facebook Ads, We can talk for any discount. We can also

assist you when you want to create your Facebook Ads.

Facebook Advertising Package

1 Campaign Planning Meeting & 3months Action Plan

2 Set up your Facebook Page

3 Facebook business Page Audit

4 Post new contents on Facebook business page

5 Provide Free stuff for customers: Freebies, Gifts.

6 Set up Facebook advertisements: Ask questions, generate response

7 Set up Facebook targeted audiences: Choose the right audience.

8 Set up Email list targeted audiences: People who have provided emails.

9 Set up Website retargeting: People who visit any website page.

10 Set up Facebook Ad test split. Rotate Facebook Ads regularly.

11 Up to 150 Interest based audiences. Which interest your audience like.

12 Facebook Ad campaign report: Prepare for the next campaign.

13 Create report Study all the data from the insight and Data

14 Training: The right way to manage the Facebook business page

Understand that Traditional Marketing alone is not enough.

Contact us

For more information: +250 788 667 609, +250 722 667 609 or +250 738 667 609.

You can write to us: info@digitalbrand.co.rw or visit www.digitalbrand.co.rw,

Also visit our Facebook page, who knows if you can give us a like at


Find the Bonus on the next pages, Facebook Page Audit Checklist and the Page dimension


How to complete your audit.

Use this checklist to identify any areas that are lacking in


Are you operating your facebook presence as a page?

Does your profile picture clearly reflect your


Is the ‘about’ section of your page information

completed in full?

Are you collecting email addresses from potential

clients visiting your page?

Do you have a link from your website to your

facebook page?

Is your personal profile linked to your page via the

employment section?

Facebook Advertisement Services

Get Your Free Consultation www.digitalbrand.co.rw

Are you using facebook ads on a regular

monthly basis?

What Next

Review the boxes that have not been ticked. These are the

areas of improvement for your Facebook Social Media Strategy


Contact Digital Brand to tick all the boxes in your social media




Digital Brand Rwanda


Do you have customised apps installed?

Do you have unanswered posts, comments or


Are your contact details clearly visible?

Are you engaging with other pages?

Can your web address be found easily?

Do you vary the type of posts on your page?

Is your engagement greater than 2%?

Do you review your page insights weekly?

Are you posting at least 4 times a week?

Do you have a unique professional cover photo?

Are you following a Social Media Strategy?

Does your email signature include your

facebook URL?

Is facebook icon shown on your business cards?

Read each question, if you answer YES - tick the box.

your Social Media Strategy.

Do your apps have customised images that are clear

and branded?

Do you have a customised URL for your page?




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